Building Brand in the age of social media

1. Building
in the age of

2. Power to Consumers
Shifted
Power to customers

3. Does
Social Media
make

5. COMPANY REPUTATION

7. BRAND PROMISE
Company delivers
what they
promise

8. Brand Promise is the
marketer’s vision
of what the brand must be
and do for customers
- KOTLER’s TEXTBOOK

9. Social Media does not spare a company if
it fails to keep its brand promise

10. Internet fuelled backlash
against
DELL’s flammable laptops Kryptonite’s easily picked lock

11. Keeping pace with
Social Media
Developments
+
Brand Promise

12. Companies have cottoned
on to social media
as tools for
engagement
and
collaboration

15. Boost
Brand awareness,
trail
and ultimately
sales

16. Brand Awareness
Consumer’s ability to
identify the brand
under different conditions
- KOTLER’s TEXTBOOK

17. How
used

19. VAA uses social media to
check that the brand promise
is both understood and relevant
VAA also works to keep all its
social media activities true to
and in support of the
brand values

20. VAA has excellent
operational
execution-service
delivery
VAA websites
are accurate and
up to date

22. Proliferation of travel blog
Secure opt-in service
Launched a system to
arrange taxi sharing
Social media dialogue has
enabled VAA to keep
improving its offer

24. launched

25. Can
Social Media help
in building a brand
in
INDIA ?

26. Let us look into some examples

27. ICICI Bank has been doing an Excellent job
with is overall Social Media Strategy!
It is one of the few banks from the Indian
financial industry to embrace social media in
such a nice way to connect with its consumers.

29. ICICI Bank introduced a new feature
that will enable one to open
an account within a day without
visiting bank by just using tablet

30. Platform wise strategy
ICICI bank not only listens to customers
but also engage them with
appealing updates like interesting
world currency facts, helpful updates,
puzzles and quiz, ICICI’s offline activities

31. Leveraging Facebook page for Customer Service
with a special tab that assists the customer
with all the helpful information and customer
care numbers. There have been efforts to
drive traffic to its website through
engaging Facebook apps.

32. The fan of the month campaign is a loyalty
programme and an engagement tactic
by ICICI bank on Facebook which they have
been continuing since 3-4 months

33. At the core of Maggi’s marketing and
branding is ‘Khushiyan’ (Happiness)

34. If you’re a fan of Maggi, the Meri Maggi
Facebook page will get you hooked instantly

35. What happens if brand
couldn’t deliver
its brand promise?

36. Social Media
became a
curse

38. Keeping pace with
Social Media
Developments
+
Brand Promise
=
Positive Results

39. Manodhar Allu
National Institute of Technology,
Jamshedpur.